The Purpose Driven Reader's Digest
The New York Times reports today that Rick Warren's quarterly magazine Purpose Driven Connection, published by Reader's Digest Association and Warren's Saddleback Church, is "the project that signals Reader's Digest's future."
"That is the model going forward," RDA president and CEO Mary Berner tells the paper. Reader's Digest itself will likely have more "spiritual content," and the company may spin off other titles focused on religious leaders.
"As far as I'm concerned, I don't care what the religion is, what the spirituality is, as long as it's legitimate, there's a built-in community and it's global," Berner told the paper. "We don't choose our partners to change the world, we choose them because we're running a business. I guess it sounds cynical if you believe that to run a business to make money is cynical. But that's what I'm paid to do."
Times reporter Stephanie Clifford seems skeptical, especially in this paragraph:
"[RDA's titles] are brands that may not be considered cool by the often elitist and self-absorbed standards of New York media," [Berner] said. She had taken a car from Manhattan that morning, and wore a pink wool shirt-dress, patent leather Manolo Blahnik heels, and diamond hoop earrings.